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In the present article I have decided to focus on the analysis of one of the most "traditional", but still fast-developing and ever-changing type of advertising – on the analysis of advertising in the press. The more my colleagues, students, and I try to analyse, scrutinise and describe particular aspects of advertising, the more obvious it is that to make this analysis authentic and reliable from the theoretical point of view and important from the practical point of view, it is necessary to suggest a universal approach to the study.
Quality journalism offers its educated readers unsimplified linguistic usage which comprises standard collocations, phrases and utterances on the one hand, and occasional word-combinations, deformed idioms and quotations on the other. The former belong to the language system and reside in a variety of unilingual dictionaries, whereas the latter are confined to speech and have little chance of being registered by lexicographers.
Under the conditions of an emerging information society, the study of mass media language has become particularly important. Until recently, the research of language functioning in mass media has been conducted by representatives of practically all branches of linguistics: sociolinguistics, psycholinguistics, cognitive linguistics, etc. Nowadays the situation is such that there are all necessary preconditions for uniting all these different approaches under one academic discipline – media linguistics.